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An Interview with Kevyn Martell, Lance Blanchette and Shannon
The inspiration for JOICO at the 2008 ABA Show comes from the 1920s.  The art movement is art deco, but JOICO steps outside the box creating fashions with strong hard lines, playing with the hair, the laws of colours and taking outrageous hair to mainstream looks.

Collection: VISIONAIRE
At The ABA Show, VISIONAIRE was showcased at it’s extreme, though similar styles can be tamed for the public.  A lot of movement is on the interior.  The colours are bold, playing with opposites, for example, red and green on the same head!  Bold, wearable, yet still normal.  This would not have been possible two years ago.  Now women in offices can pull off these jewel tones that are not subtle but tres sexy.

Collection: DESIGN
From packaging to usage, The DESIGN Collection is inspired by the designers for those who like designers.  There products include a paste, a gloss, a humidity blocker that speeds up drying time, a spray dry wax that’s light and airy.  The products are meant to be built upon each other so that consumers can recreate looks that can be achieved at a salon.  Even if you’re one that can’t put products in your hair, you would be able to because this collection is for fine, course, normal, wavy – all the hair types.

Collection: RENU
This collection is NEW in colour.  It is age-defying colour using the science of skin care from Shiseido, but for hair because hair ages too.  This product is about reversing time for hair colour.  The new technology becomes available to use to reverse the aging/graying process.  RENU makes hair feel young, natural and soft.  It’s phenomenally advanced.

Looking to the Future

JOICO is fashion focused, fashion forward and building towards healthy hair and education.

By: Rita Patel